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Sweden Forbids Lust

I tend to think that the U.S. has a lock on the provincial, puritanical thinking that forbids so many odd features of everyday life, often anything to do with sex, while at the same time allowing violence with nary a sideways glance. I’ve never understood that, but maybe that’s just me. Anyway, apparently Sweden is similarly off the deep end on sex, something I would never have expected. A Danish brewer, Amager Bryghus, created a series of seven beers based on the seven deadly sins, with a different beer, and label, for each. They call them the Sinners Series.

Take a look at the seven labels below and see if you can guess which one Sweden decided had to be censored?

If you answered Lust, you’re correct. Here’s what the label looks like outside of Sweden.

And here’s what it looks like inside Sweden.

According to The Local, an English-language news website covering Sweden, the problem was that “Danish beer bottles ‘too sexy’ for Sweden.” Like some U.S. states and Canadian provinces, Sweden has government-run liquor stores, and they make the decisions as to what’s acceptable.

Sweden’s state-run liquor retailer has decided that the picture on the Lust bottle, which contains a sweet Belgian ale with a 9.2 percent alcohol content, doesn’t abide by Sweden’s alcohol etiquette.

As a result, Systembolaget has told the brewers to remove or edit the picture if the beer is to be sold in Sweden. The brewers responded by simply blacking out the entire label so neither the woman nor the bath is visible at all.

But it wasn’t an easy process, according to the brewers.

“We had to go through ten attempts before they’d accept it,” Henrik Papsø, head of communications at the brewery, told The Local.

Still, it seems awfully weird that a cartoon woman that’s only suggestive at best tripped up the censors. And I though we were prudes.